Author: Simon Veksner

Publisher: Laurence King Publishing

ISBN: 9781856696579

Category: Design

Page: 160

View: 5499

This book is aimed at anyone who is considering becoming an advertising creative, is studying to become one, or would like to become a better one. Packed with invaluable advice and insights from the author and other industry insiders, the book explains everything you need to know about working as an advertising creative but dont get taught at college. Its engaging, straight-talking text explains the diverse set of skills that you need to make it as an advertising creative above-and-beyond the ability to write good adverts, and demonstrates: how to get a placement/internship and turn it into a full-time job; how to get the best out of the people you work with; how to present your work to clients; how to manage your career; even how to start your own agency. Getting a job as an advertising creative is not easy. This book teaches you the intangible skills that are essential to get a job, survive, thrive, and ultimately make it big in one of the most exciting industries on the planet.
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Author: Maxine Paetro

Publisher: W. W. Norton

ISBN: 9780393732856

Category: Business & Economics

Page: 256

View: 1934

Praised as the “essential,” “award-winning advertising career classic,” here is the industry standard that all aspiring creatives turn to for brutally honest—and often droll—career advice, now fully updated to reflect what most impresses today's top firms. This is the unequivocal go-to source for anyone looking to break into the business. Originally published under the title The Copy Workshop. Contributors include: David Baldwin,Tom Cuniff,Greg DiNoto,Jim Durfee,Doreen Dvorin,Heidi Ehlers,Jeffrey Epstein,George Felton,Jack Foster,Cliff Freeman,Roz Goldfarb,Jeff Goodby,Dean Hacohen,Charles Hall,Jhames Holley,Lee Kovel,Leora Mechanic,Deborah Morrison,Jim Mountjoy,James Patterson,Robin Raj,Amy Krouse Rosenthal,Helen Klein Ross,Ron Seichrist,Susan Spiegel Solovay,Helayne Spivak,Luke Sullivan,Eric Weber. From the Introduction: Although media are changing at the speed of light, the basics of advertising, speculative ads, and the job-getting process haven't changed. The information in this spanking-new revision concerns first-year issues. * In Part I, I define concepts and campaigns for those who have just begun to ask what this portfolio thing is all about. And there are new questions and answers that I hope will help those about to graduate, those who are about to enter or have already entered the tougher-than-ever entry-level job competition.... * Part II addresses all aspects of getting a job, from resumes, cover letters, and business cards to interview etiquette and follow-up. * As I've done since the first edition of this book, I've invited creative heads of some of the top agencies around, headhunters, creative managers, and junior creative people to write essays and supplement the text of this book with their comments, their stories, and examples from their portfolios. The contributions of these generous people are of enormous value and make up Part III, "A Little Help from Some Friends."
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Breaking Into Advertising and Staying There

Author: Nancy Vonk,Janet Kestin

Publisher: John Wiley & Sons

ISBN: 9781118040416

Category: Business & Economics

Page: 240

View: 9164

Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on. Authors Nancy Vonk and Janet Kestin are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like: Is advertising right for me? How do I build a killer portfolio? How do I get an interview with the elusive creative director? Should I accept an unpaid internship? How do I find the right partner? How do I beat creative block? How do I avoid burnout? Plus, fourteen industry superstars share their insights and explain how they broke into the business. You'll hear from Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, and Lorraine Tao. Forget the clichés this is advertising as it really is. If you're hell-bent on making it, this informative guide will put you on track for a career in one of the most exciting businesses on the planet.
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Author: Mark Leigh

Publisher: Random House

ISBN: 1448133963

Category: Business & Economics

Page: 190

View: 7011

Advertising. Is it really 'the greatest art form of the twentieth century' (Marshall McLuhan)? Whatever your views, it is undeniably one of the most popular career choices going-and one of the most difficult to get into. If you want to be creative and make money, or simply fancy trying your hand at a job in one of the most powerful industries around, then this indispensable guide is all you'll need to get a foot in the door and keep a step ahead of the competition. It's a careers guide with a difference, using the experience and wisdom of some of the industry's top people. You'll find essential advice on how to get started and how to get ahead, as well as the insider's view of the genuine pros and cons of each job, from copywriter to account handler. Your new career starts here.
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Author: Ari Herstand

Publisher: Liveright Publishing

ISBN: 1631491512

Category: Performing Arts

Page: 400

View: 1223

"Ari is at the front of the front. He gets it. I've read a hundred how-to-make-it-in-the-music-biz books, and this one is today's definitive, comprehensive manual." —Jack Conte, 150+ million YouTube views, Pomplamoose, CEO of Patreon Forget everything you think you know about the odds of “making it” in the music industry. Today, odds mean nothing and success is not about lucky breaks. It’s about conquering social media, mastering the art of merchandising and simply working harder and being smarter than everyone else. We are living in the midst of an industry renaissance, one that has left the record companies desperately struggling to maintain their prominence, as a subculture of dedicated, DIY (do-it-yourself) musicians have taken over. These days talent is a given and success has to be earned. In 2008, Ari Herstand boldly turned in his green Starbucks apron to his manager, determined to make a living off his craft as a singer/songwriter. Almost a decade later, he has become a founding member of the new DIY movement and a self-sustaining musician, all without the help of a major label. Now, drawing from years of experience, Herstand has written the definitive guide for other like-minded artists, the ones who want to forge their own path and not follow the traditional markers of success, like record sales, hits on the radio or the amount of your label advance. Incredibly comprehensive and brutally honest throughout, How to Make It in the New Music Business covers every facet of the "new" business, including how to: Build a grass-roots fan base—and understand the modern fan Book a profitable tour, and tips for playing live, such as opening vs. headlining etiquette, and putting on a memorable show Become popular on YouTube, Spotify and SoundCloud Get songs placed in film and television Earn royalties you didn’t know existed and reach your crowdfunding goals Musicians will not only be introduced to all the tools available today but will be shown how to effectively leverage them to actually make money. More important, they will develop the mindset to be aware of new advancements both online and in the real world and always stay in tune with a constantly evolving landscape. There has never been a better time to be an independent musician. Today, fans can communicate with their idols by simply picking up their phones, artists are able to produce studio-worthy content from their basement and albums are funded not by "record men" but by generous, engaged supporters. As result, How to Make It in the New Music Business is a must-have guide for anyone hoping to navigate the increasingly complex yet advantageous landscape that is the modern music industry.
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More Fun in the Philippines

Author: Tony Harris

Publisher: Anvil Publishing, Incorporated via PublishDrive

ISBN: 9712730395

Category: Biography & Autobiography

Page: 232

View: 4317

At the heart of the recent increase in tourism numbers to the Philippines lies the advertising campaign that became a social media phenomenon—“It’s more fun in the Philippines.” The campaign by BBDO Guerrero, the Philippines’ most awarded advertising agency, has garnered awards and acclaim all over the world and is seen as a benchmark for international tourism communications. After over two decades working at some of London’s most successful advertising agencies, Tony Harris packed up his collections of bass guitars, vinyl 45s and Dr. Martens and joined BBDO Guerrero as Chief Executive. This is the story of what happened next.
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Making Advertising Pay

Author: Lester Wunderman

Publisher: N.A

ISBN: 9781558508347

Category: Business & Economics

Page: 303

View: 6978

Direct marketing is the key to success in the global marketplace. Pioneered by the visionary Lester Wunderman, direct marketing has been used to build such commercial giants as L.L. Bean, the Columbia Record Club, and American Express.Being Direct describes in vivid detail Lester Wunderman's "discovery" of this revolutionary advertising strategy. He shows how companies can create a more profitable and interactive relationship with consumers through direct marketing techniques. He also offers expert advice on how to attract, interact with, and retain the loyalty of valuable customers. This entertaining and enlightening book is essential reading for any business owner today looking for advertising strategies that work.
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Author: Alison Branagan

Publisher: Bloomsbury Publishing

ISBN: 1474250564

Category: Art

Page: 344

View: 6781

This second edition of the best-selling, comprehensive handbook The Essential Guide to Business for Artists and Designers will appeal to a wide range of artists, makers, designers, and photographers looking to set up and establish an arts practice or design business within the visual arts and creative industries. With fully revised content, three new chapters, and profiles of contemporary artists and designers from around the world, this guide leads the reader through the most important aspects of setting up and growing a profitable enterprise. Providing the vital knowledge and tools to develop a vision and achieve business growth, topics include: - Building networks and successful negotiation tactics - Promoting an engaging social media presence - Business planning and money management - Overview of legal, tax and intellectual property issues - Setting up a website and trading online - Exploiting innovation and future trends As well as specially tailored enterprise exercises and useful diagrams, this latest edition features apt quotations and indispensable resources including an extensive glossary and a list of key professional bodies and organisations based in the UK, USA, Canada, Australia and South America. This handbook is printed in a dyslexic-friendly font and includes new illustrated mind maps and colour pictures throughout.
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Starting a Creative Firm in the Age of Digital Marketing

Author: R. Webb

Publisher: Springer

ISBN: 1137501227

Category: Business & Economics

Page: 341

View: 3901

This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
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The Beginner's Guide to Surviving & Thriving in the World of Fashion

Author: Caroline Vazzana

Publisher: Skyhorse Publishing Inc.

ISBN: 1510732039

Category: Self-Help

Page: N.A

View: 7732

From a modern-day Carrie Bradshaw comes an insider’s guide to making it in the fashion industry. From a young age, fashion editor, stylist, and writer Caroline Vazzana knew the fashion industry was where she belonged—but gaining access to the amazing and mysterious world of fashion in the city that never sleeps takes countless hours of hard work and dedication. After making it to some of fashion’s biggest publications, Caroline’s finally pulling back the curtain and telling us her secrets. In Making It in Manhattan, Caroline sheds a bit of light on her journey and guides fashion hopefuls to stand out from the crowd and land the job of their dreams. Written in conversational style, in a format reminiscent of a journal, complete with pictures and illustrations (and a little bit of name-dropping), Caroline shares what she’s learned about pursuing a career in fashion and the resources that helped her land jobs at Teen Vogue, Marie Claire, and InStyle magazines. Making It in Manhattan topics include: Exploring your options How to get that golden ticket (to fashion week) What to do if you didn’t attend a big fashion school Building your personal brand on social media And more! From how to get your foot in the door, to making fashion your full-time job, Caroline’s insider advice gives you everything you’ll need for breaking in and making it in Manhattan.
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Author: Steve Harrison

Publisher: Pearson UK

ISBN: 0273742191

Category: Business & Economics

Page: 168

View: 577

Effective creative work is not a nice-to-have, it's a necessity - it’s the only way you’ll stand out in a fiercely competitive marketplace. Whether you're in digital, direct or advertising, the CEO of an agency or just starting out, How to do better creative work has been written for you. In fact, you'll see that everyone plays a crucial role in producing creative work that works: What it means to be creative, How to build a creative culture, How virtually all great work is underpinned by a simple problem/solution dynamic, How to use that dynamic to create your big marketing ideas, How to brief a creative team, How to use 'relevant abruption' to produce big creative ideas, How to simultaneously build a brand and get response, How to sell your work, How to run a creative department. All this is illustrated by some of the best advertising, direct and digital work ever produced, plus 12 case studies featuring ideas that have not only sold millions of pounds worth of products, but also won dozens of the world's most coveted awards. "Steve writes like he talks, with great intelligence, wisdom and common sense. He's one of the few people capable of looking at a notoriously self-obsessed industry and saying, "The Emperor has no clothes." And he's one of an even smaller number who can look at its problems and say, "here's how you fix it." Creative Work is as challenging as it is engaging. When I reached the end I felt like I wanted to continue the conversation, which is probably the highest compliment you can offer a book." - Jon Steel, author of Truth, Lies & Advertising and Perfect Pitch. "This is genuinely essential reading for anyone who wants to demystify the advertising creative process – and vastly more entertaining than your average business book. Harrison’s simple, commonsense approach makes you wonder why so many ad campaigns fail so spectacularly. Buy it, read it and learn from it!” - Larissa Vince, Campaign magazine. "This is a smart, straightforward and very special book. It affirmed so much I knew already, but my eyes were opened afresh to what is genuinely important about the work that we do. I came away with ten or twelve things I wanted to share with the rest of the team at glue and it also fortunately gave me some confidence that we’re getting a lot of this right already." - Mark Cridge, CEO, glue London. "Steve is one of the dying breed of creative directors that clients crave. He tells it like it is and delivers. How to do better creative work is a refreshingly honest must-read for any client, suit or creative who want to cut through the bullshit and produce great creative work that does the job. Harrison has the right to say what he likes about the ad industry - and he does!" - Charlie Smith, Head of Brand Marketing, Vodafone UK. "This book isn't just about how clients can help get the best work from their agency. I loved the insight into the thinking that goes on before the creative idea is had and realise it applies to every business that takes a creative approach to problem solving." - Paul Ferraiolo, President, Rolls-Royce Motor Cars, North America. “If, one day, my son tells me that he wants to be part of this business, I will make sure that he reads Steve´s book and, if possible, find a way for him to spend a couple of hours with Steve himself” - Pablo Alzugary, President, Shackleton Madrid.
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Author: David Ogilvy

Publisher: Vintage

ISBN: 0804170053

Category: Social Science

Page: 224

View: 675

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
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Live a Successful Creative Life on Your Own Terms

Author: Cory Huff

Publisher: HarperCollins

ISBN: 0062414968

Category: Art

Page: 192

View: 7872

An essential guide for artist that teaches them how to skip the gallery system, find their niche, and connect directly with collectors to profitably sell their art. For years, galleries have acted as gatekeeper separating artists and collectors. But with the explosion of the Internet, a new generation of savvy, independent artists is connecting with buyers and making a substantial living doing what they love. How to Sell Your Art Online shows any artist how to make a successful living from their work. Cory Huff dispels the myth of the starving artist and provides the effective business strategies necessary to make artistic creations pay. He helps individual artists find their niche; outlines the elements essential for an effective website; and provides invaluable advice on e-mail marketing, blogging, social media marketing, and paid advertising—explaining how to tie all these online activities into offline success. Most importantly, he shares the secret to overcoming the biggest challenge artists face when self-marketing: learning how to tell their unique stories. Every artist has a reason for making art, but can’t always find the right way to express it. Huff provides exercises artists can use to clarify the intellectual and emotional process behind their art, and teaches them how turn that knowledge into stories they can tell online and in person—and expand their reach through blogs and social media to build their art business. Drawing from the stories of successful artists, thoroughly describing how art is sold today, and providing tips on how to build connections personally and electronically, How to Sell Your Art Online illustrates the countless ways artists can take control of their creative careers—and sell their work without selling out.
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The world's best selling book

Author: Paul Arden

Publisher: Phaidon Press

ISBN: 9780714843377

Category: Self-Help

Page: 128

View: 6581

" It’s Not How Good You Are, It’s How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible. The world’s top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity – all endeavors that can be applied to aspects of modern life. This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom – all packed into easy‐to‐digest, bite‐sized spreads. If you want to succeed in life or business, this book is a must. "
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Open Your Mind to Greater Creative Thinking

Author: Tom Monahan

Publisher: John Wiley & Sons

ISBN: 0471263753

Category: Business & Economics

Page: 262

View: 335

An Adweek Book Master the techniques that top companies use to spark creativity In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom Monahan offers a fresh look at the subject, providing hard and fast methods for freeing the mind and inspiring active creativity in oneself and others. His 180-degree Thinking(TM), 100 MPH Method, and other techniques he employs in his creative consulting practice are easy-to-use strategies for unleashing new ideas and facilitating creative product development, advertising, and marketing plans. This book has the added benefit of Monahan's experience of using these methods at A-list client companies.
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A Guide to Creative Thinking

Author: John Ingledew

Publisher: Laurence King Publishing

ISBN: 9781780677293

Category: Design

Page: 184

View: 6992

How to Have Great Ideas is the essential guide for students and young professionals looking to embrace creative thinking in design, advertising and communications. It provides 53 practical strategies for unlocking innovative ideas. Strategies include improvisation techniques, changing the scenery, finding hidden links, looking to nature for inspiration, combining unusual systems, challenging set boundaries and many more. Each strategy is packed with great examples of successful contemporary and historical designs – from a designer dress made out of old converse trainers to ticket machines powered by recycled bottles in China, via the reimagining of famous brand logos and mis-use of photocopiers. Packed with practical projects to kick-start inventive thought in idea-blocked moments, this book explores creative thinking across all visual arts disciplines.
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The Artist's Guide to Getting Into Galleries and Selling More Art

Author: J. Jason Horejs

Publisher: Reddot Press

ISBN: 9780615568324

Category: Art

Page: 204

View: 9795

Provides insight into the art business from the perspective of a gallery owner.
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Author: David Ogilvy,Sir Alan Parker

Publisher: Southbank Pub

ISBN: 9781904915379

Category: Business & Economics

Page: 190

View: 5381

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.
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How to Make Your Passions Your Life—A Creative and Practical Guide

Author: Margaret Lobenstine

Publisher: The Experiment

ISBN: 1615190929

Category: Business & Economics

Page: 323

View: 9559

Updated edition of the author's The Renaissance soul: life design for people with too many passions to pick just one, published in 2006.
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Author: Simon Veksner

Publisher: Laurence King Publishing

ISBN: 9781780672342

Category: Design

Page: 216

View: 5498

A chronicle of the key ideas that have shaped the adverts we see everyday, 100 Ideas That Changed Advertising offers a fascinating insight into an ever-changing and fast moving industry. Arranged broadly chronologically, the book looks at the overnight revolutions, the flashes of inspiration, and the long-term evolutions that advertisers have wrought upon their industry. Author Simon Veksner guides us through the key ideas behind these changes, from the development of the first advertising formats and the history of branding, to the creative revolutions of the 1960s and the digital age. Looking forward, the book considers the most recent thinking in reaching new audiences, including the rise of neuromarketing and the latest behavioural economics. Illustrated with hundreds of examples of adverts and explaining their power to inspire, delight, and annoy, but above all, to make us buy, the book is an absorbing guide to a turbulent industry.
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